City of London Distillery gives range new look

City of London Distillery is toasting its five-year anniversary with the launch of a new bottle design for its gin range.

The five expressions in the collection now feature “modernised packaging” that will allow City of London Distillery to “better portray its premium positioning”. New design elements include: a larger label and logo, stronger colour branding, a new gold crest on the bottleneck, enhanced craft messaging and additional illustrations to depict the back story of each expression. The distillery’s ‘Authentic’ expression is now contained in a blue bottle to “create stronger brand identity across the entire collection and increase stand-out on shelf”. The range’s new look was launched at an event at City of London Distillery last week, which also saw the unveiling of a special edition bottling – Lord Mayor Gin. Only 330 bottles of the gin, which features a more prominent pepper note, have been released. Following a “strong 12 months”, the distillery has secured additional listings with Waitrose, Mitchell’s & Butler, Selfridges and Harvey Nichols in London. James Stocker, marketing director at City of London Distillery, said: “The industry has recognised City of London Distillery as a brand of incredible quality and we believe it has huge growth potential, which is of course reflected in the investment we are making to strengthen its identity in what is an extremely competitive market. “The brand has played a unique part in the capital’s gin revival and has heritage and authenticity at its core. “With new premium listings and with a growing number of exciting experiences on site for consumers in the heart of town, City of London Distillery is well placed to capitalise on the projected category growth this year.” UK drinks group Halewood Wines & Spirits acquired a stake in City of London Distillery last year. The distillery was founded by Jonathan Clark in 2012, becoming the first distillery based in London's historic Square Mile in 200 years.

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